Can Michelle Wie Be A Player LPGA Can Build Marketing Campaign Around?
BUILD AROUND PLAYERS: GOLF WORLD’s Bill Fields writes the future of the LPGA “depends on a lot of things, but talented players the public is intrigued by, and wants to root for, are a lot more important than slogans or branding.” Fields: “Whether the household name turns out to be Michelle Wie or someone else, the LPGA needs one.” The Bivens era will “take time to get over,” though “some of the damage, because of a confluence of circumstances, would have occurred on anyone’s watch” (GOLF WORLD, 7/20 issue). SI’s Farrell Evans wrote the LPGA “needs to celebrate women and help companies reach the female demographic,” as companies like Estee Lauder and Avon “could use the LPGA Tour to market new products.” If the tour can “refashion itself into a women’s brand, and not just the female version of the PGA Tour, it can find a place in the crowded space of sports marketing and sponsorship.” Evans: “Other businesses clearly get it. The LPGA needs to follow suit” (GOLF.com, 7/15). FAILED RELATI
